Carling Black Label: 16 Days of Activism
The iGwijo: The Call and Answer
Background
South Africa has been named the ‘rape capital’ of the world (with murder following up as a close second), but last year, the devastating situation seemed to have exacerbated to an especially harrowing peak that could no longer be ignored. The barbaric and senseless rape and murder of Uyinene Mrwetyana sent shockwaves through South Africa and the rest of the world, sparking a revolution fueled by devastation and fury.
Carling Black Label had already begun driving awareness and prevention of GBV amongst Champion Men a few years prior through the #NoExcuse campaign, and we were tasked with creating the next wave of communication for 16 Days of Activism. (Previous communications included ‘Soccer Songs for Change’ and ‘Body Count.) Coincidentally, our brief coincided with the #AmINext movement as it overtook the country, fueling even more urgency to drive action.
The “Solution”
The truth is, many South African men may want to be good, but haven’t necessarily had the best guidance or don’t know where to begin.
So we created the #NoExcuse iGwijo: a traditional African song that rallies and unites communities through chanting and dancing. We used the song as a vehicle to highlight the Virtues of A Champion Man, empowering Champion Men to take charge of their own lives and become a part of something bigger. The virtues consisted of 6 quick, digestible points on what it means to be a Champion Man.
Champion Men use their strength for good.
Champion Men build a band of brothers.
Champion Men nurture their fields.
Champion Men define themselves by charater.
Champion Men mentor the next generation.
Champion Men make the world a better place.
We created both a 60 second and 120 second TVC that portrayed one Champion Man calling on others to commit to the Virtues of a Champion Man. This ultimately resulted in the men answering to his invitation, by joining him in the fight against GBV.
The TVC drove viewers to the #NoExcuse website to sign a pledge committing to the 6 Virtues.
All comms drove men to the #NoExcuse website where we urged them to commit to the Virtues of a Champion Man. This unlocked a wealth of resources where men could ask for help, learn more about the virtues, join communities, or rally men in their own. The pledge also created an online post where users could post on social media, rallying even more men to join, or at least, find out more.
The Cans
We wanted our virtues to reach as many men as possible, so we created a limited-edition #NoExcuse can series that showcased one virtue per can. We hoped that the presence of these messages in the home of Champion Men could help elicit more changed behavior.
#NoExcuse Posters
We spread our message even further, creating press packs that we seeded out to various taverns - naturally, the places frequented mostly by men.
Credits
Agency | Ogilvy Cape Town
Creative Director | Mike Martin
Senior Art Director | Scott Fowler
Art Director | Lizandri van de Merwe
Senior Copywriter | Sarah Keeves
Copywriters: Amy-Lee Tak, Thando Solundwana
Producer: Cathy Day
Director: Fausto Becatti
Production House: Bioscope Films
